Jon Mowat, Hurricane Media: Το TikTok άλλαξε τη μορφή του video marketing, το AI αλλάζει την κλίμακα

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class="custom-container"> <div class="single-post-row"> <div class="custom-col col-8 big-devices-share theiaStickyCol"> <div class="theiaStickySidebar"> <div class="share-post"> <span class="share-name">Share</span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> </div> <div class="custom-col col-67 custom-single-post theiaStickyCol"> <div class="theiaStickySidebar"> <span class="post-date">01/11/23</span> <h1 id="read-top-title">Jon Mowat, Hurricane Media: Το TikTok άλλαξε τη μορφή του video marketing, το AI αλλάζει την κλίμακα</h1> <div class="small-devices-share"> <div class="share-post"> <span class="share-name">Share: </span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/jon-mowat-hurricane-media-to-tiktok-allaxe-ti-morfi-tou-video-marketing-to-ai-allazei-tin-klimaka/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> <p class="author-name">Από Μαρίνα Σκοπελίτου</p> <div class="post-featured-image"><img width="1100" height="620" src="https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat.jpg" class="attachment-full size-full wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat.jpg 1100w, https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat-300x169.jpg 300w, https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat-1024x577.jpg 1024w, https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat-768x433.jpg 768w, https://marketingweek.gr/wp-content/uploads/2023/11/Jon-mowat-345x195.jpg 345w" sizes="(max-width: 1100px) 100vw, 1100px" /></div> <div class="post-content"> <p class="post-excerpt">Για τις τάσεις στο video marketing μιλά στο Marketing Week o video expert, Jon Mowat. Ποια στοιχεία μπορούν να κάνουν μια video campaign αποτελεσματική; Ποιοι κανόνες πρέπει να διέπουν το media buying στα Μέσα Κοινωνικής Δικτύωσης; Πώς άλλαξε τους κανόνες το TikTok και ποιες νέες δυνατότητες φέρνει η τεχνητή νοημοσύνη; Αλλά κυρίως, γιατί χρειάζεται οι άνθρωποι του χώρου να κάνουν ένα βήμα πίσω; </p><div class="inline-article-ad"><div class="marke-inline-placement" id="marke-69338963"> <div id='div-gpt-ad-1656491977556-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491977556-0'); }); </script> </div></div></div><p>Πριν από λίγες ημέρες ο video expert, Jon Mowat βρέθηκε στην Αθήνα ως ομιλητής στο Social Media & Influencer Marketing Conference για να μοιραστεί με τους συμμετέχοντες insights για τη δημιουργία αποτελεσματικών video campaigns στο ψηφιακό περιβάλλον. Αυτή τη συζήτηση συνεχίζει με το Marketing Week αναλύοντας τις τάσεις που επηρεάζουν τη διαδικασία από την αρχική σύλληψη της ιδέας μέχρι την αξιολόγηση και την προσαρμογή, και εξηγώντας τις αλλαγές έχει καθιερώσει το TikTok και φέρνει η τεχνητή νοημοσύνη.</p> <blockquote><p><strong>MW: Τι κάνει μια video καμπάνια engaging;</strong></p></blockquote> <p><strong>Jon Mowat:</strong> Η συζήτηση για το engagement περιστρέφεται συνήθως γύρω από το πώς θα τραβήξουμε την προσοχή των ανθρώπων και πώς θα τους κρατήσουμε να παρακολουθήσουν κάτι. Αυτό είναι αλήθεια σε έναν βαθμό, ωστόσο μετρήσεις όπως το «engagement rate» δεν είναι τόσο σημαντικές, όσο το τι κάνουν οι άνθρωποι μετά τη παρακολούθηση μίας ταινίας. Για εμένα είναι σημαντικό να αφήνεις μια εντύπωση με διάρκεια, η οποία οδηγεί σε αλλαγές στη συμπεριφορά. Εάν η καμπάνια σας κάνει τους ανθρώπους να αισθάνονται κάτι, τότε είναι πραγματικά engaging. Σε αυτόν τον σκοπό σημαντικό ρόλο διαδραματίζει η κατανόηση του κοινού σας. Πρέπει να γνωρίζετε πώς μοιάζει και τι χρειάζεται. Εφόσον το κατανοήσετε, μπορείτε να δημιουργήσετε περιεχόμενο που έχει κάτι να του πει. Μιλάμε για όσα αποκαλούμε «emotional drivers», δηλαδή τα πράγματα για τα οποία πραγματικά ενδιαφέρεται το κοινό σας, όπως για παράδειγμα η επιστροφή στο σπίτι για να δεις τα παιδιά σου, η αίσθηση ότι είσαι απαραίτητος στη δουλειά σου ή η ανησυχία μην χάσεις κάτι νέο. Κατανοώντας αυτά τα κίνητρα, μπορείτε να τους δώσετε πρωταγωνιστικό ρόλο στα videos και να ξέρετε ότι το κοινό σας θα δώσει σημασία.</p> <blockquote><p><strong>Ποιος στόχους μπορούν να πετύχουν οι επωνυμίες μέσω του video marketing;</strong></p></blockquote> <p>Το video marketing μπορεί να διαδραματίσει έναν καταλυτικό ρόλο για τις επιχειρήσεις, υποστηρίζοντας τες στην επίτευξη μιας σειράς στόχων. Αν ξεκινήσουμε από την κορυφή του sales funnel, θα δούμε ότι το video είναι ένα ισχυρό εργαλείο στην αύξηση της αναγνωρισιμότητας της επωνυμίας. Μπορούμε να χρησιμοποιήσουμε «hero» videos ή shorts με δυνατότητα κοινής χρήσης στα κοινωνικά δίκτυα για να αυξήσουμε την εμβέλεια, κι αυτό μπορεί να γίνει σε μεγάλο βαθμό με τη χρήση paid media για να προσεγγίσουμε νέα κοινά και personas. Υπάρχουν επίσης τεράστιες ευκαιρίες για δωρεάν brand uplift σε κοινωνικά κανάλια, όπως το TikTok. Χαμηλότερα στο sales funnel, στη φάση του consideration, μπορούμε να χρησιμοποιήσουμε explainer ή testimonial videos, τα οποία κάνουν εξαιρετική δουλειά στη βαθύτερη κατανόηση του τι κάνει μια επωνυμία. Ακολούθως, ακόμα πιο χαμηλά στο funnel, στη φάση του conversion, μπορούμε να αξιοποιήσουμε short videos με εκπτώσεις ή άλλα CTAs για να οδηγήσουμε ανοδικά το conversion rate. Τέλος, αφού έχουμε μετατρέψει έναν πιθανό πελάτη σε πελάτη, τα videos σχετικά με τον τρόπο χρήσης των προϊόντων ή επεξήγησης του τι ακριβώς κάνετε μπορούν να χτίσουν και να διατηρήσουν την πιστότητά του, ενθαρρύνοντας τις επαναλαμβανόμενες πωλήσεις και αυξάνοντας τη συνολική αξία της διάρκειας ζωής του.</p> <blockquote><p><strong>Ποιες αρχές χρειάζεται να ακολουθούνται στη χρήση πληρωμένων video ads;</strong></p><div class="inline-article-ad"><div class="marke-inline-placement-2" id="marke-1625155471"> <div id='div-gpt-ad-1656491982762-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491982762-0'); }); </script> </div></div></div> </blockquote> <p>Όσον αφορά τη χρήση πληρωμένων video ads στα Μέσα Κοινωνικής Δικτύωσης, θα σταθώ αρχικά σε κάτι που αφορά όσους δεν χρησιμοποιούν συχνά αυτό το μέσω διαφήμισης. Πρέπει να έχουν κατά νου ότι θα χρειαστεί να δαπανήσουν στα paid media περισσότερα χρήματα απ’ όσα υπολογίζουν. Δαπανήστε, λοιπόν, τουλάχιστον το 30% του προϋπολογισμού του έργου στα media και τη διαχείριση και ακόμα περισσότερα αν πρόκειται για καμπάνια αύξησης της αναγνωρισιμότητας.</p> <p>Η δεύτερη αρχή αφορά τη στόχευση ενός συγκεκριμένου κοινού για την καμπάνια σας. Όσο πιο συγκεκριμένη είναι η στόχευση, τόσο το καλύτερο. Αν αφιερώσετε χρόνο στο να καταλάβετε σε ποιους απευθύνεστε και τι ενδιαφέρει αυτούς τους ανθρώπους, θα αυξήσετε σημαντικά την αποτελεσματικότητα. Από την άλλη, είναι αλήθεια ότι διατυπώνεται ένα ισχυρό επιχείρημα υπέρ του μαζικού marketing σε όσο το δυνατόν περισσότερους ανθρώπους στην κατηγορία σας. Μπορεί να διαβάσετε περισσότερα γι’ αυτό στα βιβλία του Byron Sharp. Ωστόσο, όταν ο προϋπολογισμός είναι περιορισμένος, είναι σκόπιμο να στοχεύετε σε πελάτες που είναι έτοιμοι να αγοράσουν.</p> <p>Η τρίτη αρχή έχει να κάνει με τη δημιουργία μικρών και ευχάριστων video. Οι άνθρωποι παρουσιάζουν μικρά διαστήματα προσοχής, γι’ αυτό κρατήστε τα video μικρά και μεταδώστε το μήνυμά σας γρήγορα. Και φυσικά, μην ξεχνάτε να δημιουργείτε video οπτικά ελκυστικά.</p> <p>Ο τέταρτος κανόνας αφορά την προσθήκη ενός ξεκάθαρου call-to-action (επίσκεψη σε website, εγγραφή σε newsletter ή αγορά). Βεβαιωθείτε δε ότι έχετε κάπου να στείλετε τους ανθρώπους. Βλέπω πολλές διαφημίσεις που δεν στέλνουν ενεργά κάπου τους χρήστες, κι αυτό αποτελεί απλή σπατάλη πόρων.</p> <p>Η τελευταία και σημαντικότερη αρχή είναι να παρακολουθείτε τις μετρήσεις σας και να προχωράτε στις προσαρμογές όταν είναι απαραίτητο. Δεν χρειάζεται να βιάζεστε. Καλύτερα να είστε σίγουροι γι’ αυτό που κάνετε, καθώς οι πολλές αλλαγές δεν θα σας αφήσουν να κατανοήσετε τι πραγματικά συμβαίνει. Ωστόσο, μόλις έχετε μια σαφή ιδέα για το πώς λειτουργεί μια καμπάνια και για το γιατί λειτουργεί έτσι, δεν χρειάζεται να φοβάστε να κάνετε διορθώσεις.</p> <blockquote><p><strong>Αλλάζει το TikTok τους κανόνες του video marketing;</strong></p></blockquote> <p>Το TikTok «ταρακούνησε» τον κόσμο του video marketing και καθιέρωσε νέους κανόνες. Δίνει έμφαση στην αυθεντικότητα και στο περιεχόμενο που δημιουργείται από τους χρήστες, ενώ έχει φέρει μια «φρέσκια» και μοναδική προσέγγιση η οποία αναγκάζει τις επωνυμίες να γίνουν πιο αυθεντικές, ευέλικτες και δημιουργικές στις στρατηγικές τους. Σε αντίθεση με ό,τι ισχύει στο παραδοσιακό video marketing, στο TikTok ευδοκιμεί στο οργανικό, σχετικό και διασκεδαστικό περιεχόμενο. Αυτό σημαίνει ότι τα brands πρέπει να προσαρμόσουν την προσέγγισή τους και να βρουν τρόπους να ενταχθούν στην κουλτούρα της πλατφόρμας, αφήνοντας στην άκρη το υπερβολικά διαφημιστικό περιεχόμενο. Επίσης, για εμένα, η πιο σημαντική αλλαγή που έχει φέρει είναι ότι έχει προσθέσει ακόμα περισσότερα παραδοτέα στη λίστα με όσα πρέπει να προγραμματιστούν και να γίνουν. Οι επωνυμίες δεν μπορούν απλώς να χρησιμοποιούν το περιεχόμενο που έχουν δημιουργήσει για το Instagram, για παράδειγμα, στο TikTok και να περιμένουν ότι θα λειτουργήσει. Επίσης, το συγκεκριμένο Μέσο Κοινωνικής Δικτύωσης αύξησε τη σημασία των κάθετων video. Το κάθετο format του TikTok έγινε ο κανόνας και τα brands χρειάζεται να δημιουργούν περιεχόμενο στη βέλτιστη μορφή γι’ αυτή την αναλογία διαστάσεων.</p> <blockquote><p><strong>Πώς πιστεύετε ότι θα επηρεάσει η τεχνητή νοημοσύνη το video marketing;</strong></p></blockquote> <p>Η τεχνητή νοημοσύνη έχει τη δυνατότητα να φέρει επανάσταση στο video marketing. Ο πιο προφανής τρόπος είναι στη δημιουργία κλιπ που μέχρι τώρα γίνονταν με μια βιβλιοθήκη εικόνων. Χρησιμοποιούμε ήδη εικόνες δημιουργημένες από το Midjourney σε κάποια έργα για τους πελάτες. Αν και υπάρχουν ζητήματα σχετικά με την αναφορά και την ποιότητα, μπορεί να γίνει. Ένας ακόμα τρόπος είναι η δημιουργία περιεχομένου για πολλαπλές πλατφόρμες, η οποία παραδοσιακά προκαλούσε σημαντική σπατάλη πόρων. Με εργαλεία που βασίζονται στην τεχνητή νοημοσύνη μπορούμε πλέον να παράγουμε video σε κλίμακα, γεγονός που επιτρέπει τη συχνότερη και πιο στοχευμένη δημιουργία περιεχομένου. Επί του παρόντος, η χρησιμότητα τους φαίνεται κυρίως στην αλλαγή μεγέθους και την αναδιαμόρφωση. Μπορεί να υπάρχουν κάποια προβλήματα, αλλά βελτιώνονται συνεχώς. Κατά τη γνώμη μου, όμως, η μεγαλύτερη βοήθεια που μπορεί να προσφέρει η τεχνητή νοημοσύνη είναι στη σύλληψη δημιουργικών ιδεών για το περιεχόμενο. Θέτοντας στο ChatGPT τις σωστές ερωτήσεις, μπορούν να προκύψουν δεκάδες ενδιαφέρουσες ιδέες, στις οποίες μπορείτε να βασιστείτε για να φτιάξετε ένα ημερολόγιο περιεχομένου.</p> <blockquote><p><strong>Κλείνοντας, ποια είναι η σημαντικότερη συμβουλή που θα θέλατε να μοιραστείτε με τους επαγγελματίες του video marketing;</strong></p></blockquote> <p>Το marketing θα πάρει τα πάντα από εσάς και δεν θα σας πει ευχαριστώ. Οπότε μην ξεχνάτε να κάνετε ένα βήμα πίσω και να φροντίζετε την ψυχική και σωματική σας υγεία. Πάντα θα υπάρχουν περισσότερες απαιτήσεις απ’ όσες θα μπορούσατε να ικανοποιήσετε. Βάλτε, λοιπόν, προτεραιότητες, ξεκουραστείτε και μετά ξαναμπείτε στο παιχνίδι.</p> <hr /> <p><strong>Short Bio</strong><br /> Ο Jon Mowat είναι ένας βραβευμένος content creator και video strategy expert. Στον παρελθόν εργάστηκε ως Director στο BBC. Πλέον χρησιμοποιεί την εμπειρία και την εξειδίκευσή του για να υποστηρίξει επιχειρήσεις στην επίτευξη των στόχων τους μέσα από δυνατές video καμπάνιες, από τη θέση του Managing Director της Hurricane Media, ενός από τα σημαντικότερα video marketing agencies του Ηνωμένου Βασιλείου.</p> </div> <span class="cat">CATEGORIES: </span> <a class="cat-title" href="https://marketingweek.gr/category/interviews">Ιnterviews</a> <br><br> <div class="article-topics"> <span class="title">Topics: </span> <a href="https://marketingweek.gr/tag/marketing" class="topic"> Marketing </a> </div> <div data-type="_mgwidget" data-widget-id="1676367"></div> <script>(function(w,q){w[q]=w[q]||[];w[q].push(["_mgc.load"])})(window,"_mgq");</script> <div class="custom-related-posts-by-cats"> <div class="container-fluid no-padding"> <div class="row single-post-more"> <span class="category-title">Ιnterviews</span> <div class="col-sm-4 col-md-4"> <div class="custom-post"> <a href="https://marketingweek.gr/?p=257836" 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Jon Mowat, Hurricane Media: Το TikTok άλλαξε τη μορφή του video marketing, το AI αλλάζει την κλίμακα – marketingweek.gr